How to Grow your eCommerce Business with Inbound Marketing

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How to Grow your eCommerce Business with Inbound Marketing
Growing the Sales & Marketing
eCommerce Funnel
The eCommerce marketing funnel
Inbound marketing helps businesses fill the top of the sales and marketing funnel. It
also helps to convert more website visitors into leads, customers, and finally repeat
customers. 1 Inbound marketing takes the existing eCommerce transaction funnel and
amplifies its effectiveness at each stage of the sales process.
What is an eCommerce lead?
A “lead” is a core concept of inbound marketing, and often is an unfamiliar term for
eCommerce businesses. Strictly speaking, a lead refers to a site visitor who submits her
name and contact information to your site. A lead is anyone who signs up for a
newsletter, registers with your site, or is on your email list. Some leads have purchased
from you in the past, but all are potential future customers – new or repeat.
The beauty of leads is that you can market to them. Because these customers have
submitted their email addresses, you can send them promotions, product updates and
newsletters. 2 Leads driven by inbound marketing are unique because they represent
someone who has come to your site for information. These prospects are looking for a
good reason to buy in the future, and your remarketing can provide them with one.
There are three types of leads that eCommerce sites should be concerned with:
• Transacted Leads – Visitors who have landed on your site and purchased a
product. Why, then, are they called a lead if they have already purchased? These
are (hopefully) happy customers who can be retained for repeat business.
Marketing efforts to this group largely revolve around information and special
offers that lead to additional transactions in the future. Based on their previous
purchase, you can make educated decisions about other products they may be
interested in.
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